Cultural differences as determining factors for marketing: diploma thesis
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Augsburg
Hochschule Augsburg
[ca. 2012]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 75 S. Ill., graph. Darst. 21 cm |
| ISBN: | 9783939788010 |
Internformat
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| 245 | 1 | 0 | |a Cultural differences as determining factors for marketing |b diploma thesis |c Simon Bayerle. Augsburg, University of Applied Sciences, Faculty of Business, International Management |
| 264 | 1 | |a Augsburg |b Hochschule Augsburg |c [ca. 2012] | |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
I L L
TABLE OF CONTENTS
TABLE OF CONTENTS ILL
LIST OF FIGURES V I
LIST OF TABLES V I I
LIST OF ABBREVIATIONS V I I I
A. INTRODUCTION - 1 -
B. BASICS - 2 -
1. INTERNATIONAL MARKETING - 2 -
1.1 DEFINITION OF INTERNATIONAL MARKETING - 2 -
1.2 CHALLENGES FOR INTERNATIONAL MARKETING - 3 -
1.3 FORMS OF INTERNATIONAL MARKETING - 5 -
2. INTERCULTURAL MARKETING - 6 -
2.1 FROM INTERNATIONAL MARKETING TO INTERCULTURAL MARKETING - 6 -
2.2 FIELDS OF APPLICATION FOR INTERCULTURAL MARKETING - 7 -
3. CULTURE - 9 -
3.1 DEFINITIONS AND CHARACTERISTICS OF CULTURE - 9 -
3.2 CULTURE VERSUS PERSONALITY AND HUMAN NATURE - 1 0 -
3.3 ELEMENTS OF CULTURE - 1 1 -
3.3.1 MATERIAL CULTURE - 1 2 -
3.3.2 SOCIAL INSTITUTIONS - 13 -
3.3.3 AESTHETICS - 1 3 -
3.3.4 BELIEF SYSTEMS - 1 4 -
3.3.5 EDUCATION - 1 5 -
3.3.6 LANGUAGE - 1 5 -
3.4 CULTURAL CHANGE - 1 6 -
3.5 HOFSTEDE S COMPARATIVE RESEARCH ON THE DIMENSIONS OF NATIONAL
CULTURES - 1 7 -
HTTP://D-NB.INFO/1025024540
IMAGE 2
R V
C. CROSS-CULTURAL MARKET RESEARCH AND SEGMENTATION:
PREREQUISITES FOR AN INTERCULTURAL MARKETING MIX - 1 9
1. CROSS-CULTURAL MARKET RESEARCH - 1 9
1.1 CROSS-CULTURAL RESEARCH STRATEGIES - 20
1.2 DATA EQUIVALENCE IN CROSS-CULTURAL RESEARCH - 21
1.2.1 CONSTRUCT EQUIVALENCE - 21
1.2.2 TRANSLATION EQUIVALENCE - 23
1.2.3 MEASURE EQUIVALENCE - 25
1.2.4 DATA COLLECTION EQUIVALENCE - 2 7
1.3 CONCLUSION AND OUTLOOK - 31
2. CROSS-CULTURAL MARKET SEGMENTATION - 33
2.1 DEFINITION OF CROSS-CULTURAL MARKET SEGMENTATION - 3 3
2.2 THREE-STAGE METHOD FOR CROSS-CULTURAL MARKET SEGMENTATION - 34
2.2.1 STAGE 1: ROUGH SEGMENTATION OF COUNTRIES AND REGIONS - 3 6
2.2.2 STAGE 2: FINE SEGMENTATION OF CONSUMERS - 41
2.2.3 STAGE 3: CROSS-CULTURAL AGGREGATION OF CONSUMER CLUSTERS. - 4 3
2.3 SUMMARY AND CONCLUSIONS - 44
D. INTERCULTURAL MARKETING MIX - 45
1. INTERCULTURAL PRODUCT POLICY - 45
1.1 LEVELS OF PRODUCT ATTRIBUTES - 46
1.2 ADAPTATION VERSUS STANDARDISATION OF PRODUCT ATTRIBUTES - 4 6
1.2.1 PHYSICAL ATTRIBUTES - 4 8
1.2.2 SERVICE ATTRIBUTES - 50
1.2.3 SYMBOLIC ATTRIBUTES - 51
2. INTERCULTURAL PRICING POLICY - 55
2.1 DETERMINANTS OF PRICING POLICY - 55
2.2 PERCEPTION AND EVALUATION OF PRICES - 55
2.3 PRICE ACCEPTANCE - 56
2.4 BARGAINING - 5 9
2.5 CORRUPTION - 60
IMAGE 3
V
3. INTERCULTURAL DISTRIBUTION POLICY - 62 -
3.1 DIFFERENCES BETWEEN DISTRIBUTION SYSTEMS - 62 -
3.2 THE JAPANESE DISTRIBUTION SYSTEM - 63 -
3.3 CULTURE AT THE INTERFACE BETWEEN COMPANIES AND CONSUMERS - 65 - 4.
INTERCULTURAL COMMUNICATION POLICY - 66 -
4.1 COMMUNICATION OBJECTIVES - 6 6 -
4.2 ADVERTISING - 67 -
4.2.1 ADVERTISING STRATEGY - 67 -
4.2.2 ADVERTISING EXECUTION - 69 -
4.2.3 MEDIA SELECTION -71 -
4.2.4 GENERAL LIMITATIONS TO ADVERTISING - 72 -
E. SUMMARY AND OUTLOOK - 73 -
APPENDICES V I I
BIBLIOGRAPHY X V I I
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| indexdate | 2024-07-10T00:56:10Z |
| institution | BVB |
| isbn | 9783939788010 |
| language | English |
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| spelling | Bayerle, Simon Verfasser (DE-588)1025132785 aut Cultural differences as determining factors for marketing diploma thesis Simon Bayerle. Augsburg, University of Applied Sciences, Faculty of Business, International Management Augsburg Hochschule Augsburg [ca. 2012] XXIV, 75 S. Ill., graph. Darst. 21 cm txt rdacontent n rdamedia nc rdacarrier Zugl.: Diplomarbeit (DE-588)4113937-9 Hochschulschrift gnd-content DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026859006&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bayerle, Simon Cultural differences as determining factors for marketing diploma thesis |
| subject_GND | (DE-588)4113937-9 |
| title | Cultural differences as determining factors for marketing diploma thesis |
| title_auth | Cultural differences as determining factors for marketing diploma thesis |
| title_exact_search | Cultural differences as determining factors for marketing diploma thesis |
| title_full | Cultural differences as determining factors for marketing diploma thesis Simon Bayerle. Augsburg, University of Applied Sciences, Faculty of Business, International Management |
| title_fullStr | Cultural differences as determining factors for marketing diploma thesis Simon Bayerle. Augsburg, University of Applied Sciences, Faculty of Business, International Management |
| title_full_unstemmed | Cultural differences as determining factors for marketing diploma thesis Simon Bayerle. Augsburg, University of Applied Sciences, Faculty of Business, International Management |
| title_short | Cultural differences as determining factors for marketing |
| title_sort | cultural differences as determining factors for marketing diploma thesis |
| title_sub | diploma thesis |
| topic_facet | Hochschulschrift |
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